In this article, I will discuss how to leverage intent data in order to increase your chances of booking a meeting or closing the deal. 

You’ll find out how to book more meetings with enterprises by using the freemium book.

Lets get started

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Intent Data Definition

With the evolution of technology, buyers have access to more information than ever before. This means that they need less one-on-one time with sales reps during the discovery stage.

As the buyer’s journey changes, so must sales processes. Sales organizations need to start by looking for when buyers are engaged in a buying process.

The solution: intent data.

What is intent data?

Intent data is any information that shows a person intends to make a purchase. By leveraging intent data, we can target potential customers who are interested in our product and increase the number of sales deals won.

Leveraging the Freemium Book for More Enterprise Meetings

The freemium book model has been around for a long time, and it’s now the standard in this industry. Companies like Dropbox, Zapier, and Hubspot all use this model to promote adoption.

The freemium book not only helps marketing but also generates a lot of data that can be used by sales reps.

Though this guide is focused on the enterprise segment, it can be applied to any other type of business with a few minor adjustments.


The Sales Development Representative is responsible for booking qualified leads so that the account executives can reach their quotas.

When I first began hiring salespeople, I thought base pay plus commissions and bonuses would be enough motivation for them.

marketing data Science: Provide a framework that can be used by the sales team to capitalize on your hard-earned data.


One of the most compelling forms of intent data is user data from a freemium service. By paying attention to this in real-time, we can systematically identify and target personas who are likely to convert.


  • Collect Freemium User Data
  • Segment Accounts
  • Define Target Personas
  • Build Your Lists
  • Craft Tailored Content
  • Run Plays

Collect and Define Freemium User Data

If you have access to a private database with the ability to export data, this step is easy. Otherwise, it can be difficult.

If you don’t have access to the database, email one of these teams and they will send it over: -Human Resources -Information Technology Department

  • Data Science / BI
  • SalesOps
  • Marketing is a key component of business growth and success.

It’s important to make sure your request is processed for the territories of all account executives. Otherwise you will need to filter by territory, which can be time-consuming if there are many salespeople in your company.

Segment Accounts

If you have successfully exported your data to Excel, the next step is to make sense of it.

So far so good!

It’s important to take the data and turn it into actionable information. From what I know, most companies struggle with this step.

To start, we’ll take this data and split it into groups based on account.

In this step, we need to find out who might be the best fit for our product and services.

In order to do this, we need a set of indicators that indicate the degree of need. We could use any number of these indicators for this step but let’s focus on two:

  • Velocity is a measure of how many people sign up for the freemium version from one account. Accounts with high velocity are likely experiencing widespread pain.
  • Acceleration is the number of new free signups over a set period. If someone has high acceleration, it means they are experiencing increased pain or awareness about your product.

Velocity Filter:

  • Use the COUNTIF function to count how many times a row has duplicate values.
  • Sort the Account Domain column from high to low.
  • In this filtered list, there are the top 5-10 most important accounts.

Acceleration Filter:

  • Select the Date column from 13 months ago.
  • To use the Velocity Filter again, follow steps 1-3 on page 8.

If you have two lists, hopefully, one with 5-10 account names and the other with 1020, we will now focus on the top five.

To prioritize our list, we will cross-reference the two lists of accounts. If any account is on both lists, it should be prioritized.

After doing this, you should have a list of the 5 accounts in your territory that are most likely to do business with an outbound campaign.

Important Note: As the sales development representative, you should cross-reference your CRM to make sure none of your top 5 customers are already existing customers that generate revenue. This is dependent on what criteria for relief from quota they have in place.

Define Target Personas

Now that we’ve identified our 5 most in need accounts, it’s time to drill down and figure out where the problem is at within each company.

We need to know the patients symptoms, where they are centered in their body, and what is causing them. After we identify these three things, we can prescribe a different solution for each case.

Once we have a better understanding of the personas in an account, then we can target them with personalized marketing.

We do this by getting insight into the different types of people who use our product.

Ill be using Sales Navigator as an example of this process, but it can also work with ZoomInfo and other contact databases.

  • To filter the Account Domain column, you need to change it from showing all results for your top 5 accounts, to only show one of them.
  • Sort the signup date column to only show people who signed up in the last 1-2 fiscal quarters.
  • To do an advanced search, click on the “Advanced Search” tab to the right of top bar.
  • From the dropdown menu, select Search for leads.
  • If you have a filtered report, enter first and last names into the “Keywords” search field.
  • Type in the company name into the “Company” search field and press enter.

You should have a list of LinkedIn profiles for the people who signed up to your freemium service. From here, we can find out what type of person is signing up and use that information when creating buyer persona.

The first is the persona that we will build. There are three key descriptors of this persona that we’ll use to create our profile:

  • This filter will narrow down the list of job listings to those that are in IT, Marketing, Operations and Sales.
  • Seniority is ranked by the rank of one’s job title, with C-Level being the highest and VP coming next.
  • Geography: Filtering will include countries, states and cities.

Defining Personas:

When you build a persona, it’s important to include values that represent different people so your message will be more targeted.

If I notice a majority of the sign-ups in Sales, for example, then it’s good to create content that is targeted towards them. Alternatively, if I cross-reference Seniority and Sales positions on my site or app, then it will be easy to see which type of people are signing up because they’re either higher management or just starting out.

There are many options for layering these three filter values to define personas. The main limiting factor is the number of contacts in the organization that you can use to establish a reliable trend.

If you’re too specific, then the number of people that fit your criteria will be limited. You may only have a handful of contacts who are qualified.

You need to find the right balance of scale and relevance when you define your personas. The “sweet spot” is not always easy to find, but it does take practice.

Identifying Persona Trends:

On the left-hand side of our Navigator results page is a filter bar. There you’ll find buttons for each of our three key descriptors: Location, Industry and Demographics. Clicking on any one will show that drop down menu with all possible filters values next to them in parenthesis. These tell you how many contacts have been filtered out by this criteria.

We don’t need to filter by these values. We just want to see which of the most common words are on our list.

For our company, we found that there were three descriptors with the highest frequency. These will define who we target for recruitment in the future.

Lets use ZoomInfo as an example.

  • Get a report of all the people who signed up for our freemium service.
  • Sort the table by sign-ups, then apply a COUNTIF formula to the Account Domain column.
  • Here are the 10 companies that got the most sign-ups out of all accounts combined.
  • Now, filter the Sign Up Date column to only show sign-ups from within 4 weeks. Continue with steps 2 and 3.
  • If 4 accounts appear on both lists, then they need to be marked separately.
  • Find the account with 4 sign-ups in the last four weeks that isnt on our list of accounts to call. Put it at number 5.
  • Select the Account Domain column, and filter it so that only one account shows on our top 5 list.
  • Filter the sign-up date column to only show people who have signed up in the last 3 months.
  • Copy the first and last names from this list. Go to Navigator’s “Keyword” search field under the “Search for more leads” tab, enter their account name in the “Company” search field, then click Search.
  • Click on the three different filters for each column. Note which values are at the top of each list.
  • One of the most common functions for ZoomInfo users is sales, so we would assume this to be true. It can also likely be refined even further.
  • To refine the persona, add in a filter for sales under the Function drop-down menu.
  • Now repeat step 10.
  • When we analyze the data, we see that a majority of sign-ups come from SDRs and SalesOps.
  • We now have a clear idea of who our target audience is for this account. They are SDRs or SalesOps at X Company.

When you segmented the accounts, go back and find out what types of personas are in each group. This will help with your outreach campaign.

Now that we know who our target personas are, it’s time to build lists of all the contacts who fit those categories.

Build Your Lists

Now that weve gone through the freemium data and created a list of high potential accounts, its time to build out the rest of our roster.

Here are the steps to take when building a list of contacts for one persona. You will need to repeat this process with every person on your list.

The next step requires access to a contact database. For this demonstration, I’ll be using ZoomInfo.

  • Open ZoomInfo.
  • Click on the Contact Search button in order to find a new contact.
  • The company name can be found in the “Company” field.
  • You can filter by job function, management level, or location.
  • You now have a list of every person who matches your target persona. Whether you export it to your CRM or just keep the data in Excel depends on what you want to do with it.

Create Targeted Content

We’ve already figured out who our prospects are and what they want by looking at their personas. Now we just need to create content for each persona so that we can target them with specific campaigns.

Now that we’ve done all the work so far, let me recap what we have accomplished. We have:

  • I found the 5 accounts in our territory that are most likely to respond if we reach out.
  • I created a list of the different roles that people have at their respective companies.
  • I figured out which people would be most likely to use my outreach campaign.
  • We created a list of contacts corresponding to each target persona.

The hard part is over. Once we have narrowed down the type of position they are looking for, it will make our sales pitches more focused.

With this strategy, we can create email and cold call messages that are tailored to each prospect’s needs.

I will go into detail on how to create email and cold call messaging because this is a very important part of the process.

Run Plays Leveraging Intent Data & the Freemium Book Model

You may be encouraged to create a sequence of posts with several steps over the course of a month, or you have free reign in what content and cadences are created for each target persona. All that matters is creating separate sequences cadences for them.

I use a freemium book model to collect data on intent, which tells me when an account is ready for the next step. Then I book meetings with those accounts.

This process of using a freemium book can help you convert more leads, book meetings with higher-paying customers, and crush your quota.

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  • Need Help Automating Your Sales Prospecting Process?

    LeadFuze gives you all the data you need to find ideal leads, including full contact information.

    Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

    • A company in the Financial Services or Banking industry
    • Who have more than 10 employees
    • That spend money on Adwords
    • Who use Hubspot
    • Who currently have job openings for marketing help
    • With the role of HR Manager
    • That has only been in this role for less than 1 year
    Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.